麦肯锡大客户营销谋略.pptx

大客户销售谋略;Objective of Workshop;Agenda;客户是如何做决策的;How Customer Make Decisions;Overview of Major Account Sales Strategy ;What is Sales Strategy What is Major Account ;Exercise: A Typical ERP Deal Lifecycles;Customer Decision Process Research Base;A Typical Purchase Decision;Exercise 1. Procurement Process;Account Strategy in the Recognition of Needs Phase;Account Strategy in the Evaluation of Options Phase;Account Strategy in the Resolution of Concerns Phase;Account Strategy in the Implementation Phase;Customer Decision Phases;强大的销售工具 ——提问策略;SPIN Questioning ;Implied Needs, Exp